Press Release: Shopadvisor and Elle Proximity Marketing Initiative Delivers Record Results
NEW YORK and CONCORD, Mass, November 10, 2015 — ELLE Magazine and ShopAdvisor today announced the results of the Shop Now With ELLE! proximity mobile marketing program. Launched in August in conjunction with the 30th anniversary September issue of ELLE, the program connected consumers to their favorite brands and provided them with exclusive content and offers using location-based mobile technology, including beacons and geo-fences. The program, which included retail brand advertising partners Vince Camuto, Levi’s®, GUESS, and a strategic partnership with Barnes & Noble, spanned more than 800 locations across the country and reached nearly a half million shoppers. In just five weeks the program resulted in 106 times more shoppers visiting a participating store, compared to typical mobile advertising programs.
“The in-market success of our Shop Now! program exceeded our expectations, and also achieved one of our major goals—to activate an initiative that would be a retail traffic-driver for our brand partners,“ said Kevin O’Malley, SVP/Publisher of ELLE. “This unique first-to-market opportunity to merge ELLE’s fashion authority with location-based mobile technology to inspire and inform the consumer when in market is a great example of the growing intersection between fashion/retail/tech and its consumer impact.”
Mobile Proximity Marketing that Works
ELLE is the first media brand to leverage this technology to send active, in-market shoppers mobile messages from participating brand partners when they are within range of the store nearest to them. This curated and custom shopping experience was created in coordination with the ShopAdvisor app—a personal shopping concierge that engages consumers through omni-channel content—and ShopAdvisor utilized Gimbal’s location-based mobile engagement platform to power the geo-fence portion of their campaign. ShopAdivsor’s data analytics capabilities filters user purchase intent and proximity information to provide shoppers with offers and information that is tuned specifically to their interests.
Research published in the 2015 Magazine Media Fact Book shows that magazine media continues to have major influence on readers product preferences. Additionally, a 2014 Deloitte Consulting study revealed that 84% of store visitors use their mobile devices in advance of or during their shopping trips. As a result, there is profound change in shopping behavior being driven by smartphones, which is magnified by the efficacy of mobile marketing programs. The results of the Shop Now! With ELLE program and the pairing of custom content pushed directly to consumers in proximity to their favorite stores illustrates this point clearly, and sets a new bar for the industry.
“The Shop Now! With ELLE program proves the vast potential of providing premium native content at the right frequency at the right location,” said Scott Cooper, Founder and President of ShopAdvisor. “The key to the success of the program is in the combination of influential content from a top magazine with promotional offers from top retailers, and a deep understanding of when & how to deliver messaging to the consumer. The ShopAdvisor platform has been developed specifically for this purpose and our partners leverage it well. We are thrilled with these results and look forward to further engagement with ELLE and its partners.”
Consumers can download the free ShopAdvisor mobile app from iTunes or Google Play for iOS or Android, or by visiting ShopAdvisor.com.
ABOUT SHOPADVISOR, INC.
ShopAdvisor, Inc. bridges the gap between web commerce, proximity, and retail. ShopAdvisor’s mobile proximity platform, data sciences and easy to use app deliver a personal shopping concierge for consumers that advises on when, where, and what to shop. Shoppers can save items they love and be alerted when the time to buy is right, saving time and money. ShopAdvisor works with more than 30 media publishers, including Cosmopolitan, People StyleWatch, Marie Claire, Men's Health, Cooking Light, Real Simple, and many more to allow shoppers to shop directly from the publishers' omni-channel content. Consumers can download the free ShopAdvisor mobile app for their iOS or Android device, or go to ShopAdvisor.com.
ELLE is the No. 1 fashion magazine brand in the world, with 46 editions, 34 websites, and more than 158 supplements worldwide. The ELLE US brand reaches more than 28 million readers, users, fans and followers every month who find in ELLE a rich mix of fashion, beauty and culture that invites the reader to discover their personal style. ELLE is also the foundation of numerous brand extensions, including ELLE Décor (25 editions), ELLE à table (4 editions), and ELLEgirl (3 editions). ELLE is owned by the Lagardere Active group (France), and ELLE US is published by Hearst Magazines, a unit of Hearst Corporation, one of the nation’s largest diversified media and information companies. With 21 titles in the U.S., Hearst is the leading publisher of monthly magazines reaching nearly 81 million readers in print (Fall 2014 MRI gfk) and nearly 44 million site visitors each month (comScore). For more information visit ELLE.com, or follow ELLE on Twitter, Facebook, Google+, Instagram, Pinterest, and Tumblr.